Scenes from a renovation

With the first Warsaw snow came the first signs of quiet order at the construction site that is a family’s metamorphic home. Now the turnpikes of electric wire are forgotten under walls that are smooth and white. Now six different versions of grey glass mosaic tiles are no longer lost in transit on their way from Spain but painstakingly affixed to a dozen and a half planes of shower and bathroom surface. Now the men are familiar and trusted as they come and go to replace the windows and wheel in the supplies and do plastering and lay six kinds of tiny grey tiles.

All photos by Natalia Osiatynska, taken in daylight with the Leica X1 on the 17th, 12th or 10th of January, 2016.

Project of the year

Twenty-fifteen had its share of memorable news and milestone moments: a boy’s first loose tooth, a mom’s parasurgical corneal procedure, a family’s collective despair following two separate major elections. But strangest of all, and most exhilarating (and most fear-inducing, at times) was the mayhem that unfolded when we vacated our apartment in early November and its gut renovation process began. Wilder still than the noise and expense is of course the way these remarkable circumstances have come to be the new normal.

Anker and I are thrilled and baffled to welcome the new year from our temporary quarters just two floors down from the construction site that is set to re-emerge as our much-improved home in just a couple more months (which will either manifest as many long weeks or a downright blur of constant decision-making intensity). It’s fair to say we’re about halfway home—and we look forward to loads of well-deserved nesting in 2016.

Happy new year, everyone. And we hope you enjoy this year’s... deconstructivist family album.

Reflection

Come quick, mom! There’s a bird and you can see it in the puddle and we have to take a picture! Hurry!

Photo taken on October 16, 2015, at 9:38 in the morning in Warsaw’s Mokotów with a Canon EOS Digital Rebel XT fitted with the 200mm/f2.8 L-series lens. Copyright ©2015 Anker Osiatynski and Natalia Osiatynska.

I think this qualifies as a first professional collaboration between mother and son.

A brand claim for every weather

There’s a UK-based company I’ve been working with for a couple of years. Led by the brilliant and charismatic Michelle Buxton, they’re called Toolbox Group and they specialize in retail destination marketing for shopping centers all around Europe. I found them when they found me thanks to LinkedIn—and we’ve been turning out work we’re proud to show ever since.

As resident brand language expert (and in my capacity as Creative Director Poland), I had a role in creating the new brand claim for Centrum Handlowe Jantar—one of the largest malls in coastal Poland and the only such retail environment in Słupsk and the surrounding region. Usually a campaign tagline or logo claim is constructed to convey something unique to the brand and relevant to a specific target group. But here the task was retail marketing at its broadest, as if the job were to advertise the shopping center idea itself: help sell the place that has everything, for everyone, for any occasion. Armed with a well-articulated brief, the Toolbox team explored numerous directions, until we knew we had it the moment we had it: Na Każdą Pogodę.

jantar2015logo.png

Jantar truly is the place for any weather. Whatever your attitude, whatever your circumstances—and whatever the weather outside. Are you in the mood for excitement or for checking things off your to-do list? Want to be alone? Or would you like to share some quality time with your loved ones? In a hurry? Or maybe you have all day? Are you a busy weekday shopper? A Saturday commuter? A tourist on vacation in crowded seaside Ustka? Maybe it’s raining: we’ve got shelter, dinner and a movie. Is the heat wave a drag? Come to Jantar for some refreshing AC. And whether you’re interested in browsing the season’s new collections or cleaning out the sale racks—the fashion at Jantar is also for every weather. Literally.

2015 campaign for Centrum Handlowe Jantar by Toolbox Group. Strategy by Marcin Berendt. Design by Kerry Mallett and Liana Young. Content writing by Klaudia Celej. Creative direction by Natalia Osiatynska. Materials posted with permission from Toolbox Group and CH Jantar.

We’ll see if na każdą pogodę stays, goes or evolves. For now, six months into the new campaign, we continue to see the merit in the message (and the client continues to see the merit in our work).